When you are starting a side hustle, one of the most important things you can do for your business is market. But marketing can get pretty out of control if not planned strategically. The first thing you need to do is make sure your marketing is synergistic with your sales plan.
Years ago, I worked for an ad agency in San Diego. Out of the blue someone called our office and asked to speak to the media buyer – which was me. I answered the call and it was a local plumber, who serviced commercial buildings and businesses. He wanted to know if we could create an ad for his business to shine on the side of building at night – because he saw this done in Las Vegas the weekend before and thought it was clever.
So I asked him, “This particular ad would only be seen during evening hours – half of each day, with very little exposure during the middle of the night, correct?”
“Uh, yeah, I guess so,” he replied.
I then asked, “Do you know how many of your prospects – business owners or commercial property managers – drive past this particular building during evening hours to see it?”
“Um, no,” he said.
“Are there other media outlets that your prospect might consume that isn’t just shown overnight, in one spot in town and has more data we could look at?” I asked.
“Probably. I’ll call you back.”
Not surprising, but he never called back. What he thought was a clever marketing tactic was completely out of line for his business and would be a total waste of his marketing dollars. It’s wildly important that your marketing support your sales efforts when you have a side hustle.
Typically when starting out marketing dollars are sparse,
Tottenham Hotspur and England center back Eric Dier wants to be clear, the startup might be his side-project, but he is still a key player.
“I am involved in every aspect,” he tells me, more than once.
Dier is sat across a big wooden table at his home in North London with the startup’s other two founders; his brother Patrick and long-time friend Zoe Connick.
Their creation is the app Spotlas, which is something between Instagram and Trip Advisor; a recommendation sharing social network where users can follow friends, family and influencers to see their favourite ‘spots’.
The trio is the app’s executive team and its engine-room, their weekly meetings are where the big decisions are made.
Although Connick and Patrick work on Spotlas full time and it is Dier’s side hustle, the job he does when he’s not manning the heart of the Tottenham Hotspur or England defense, his influence on its direction is equal.
“A key thing for [Eric] is people’s perception often with these things is that; ‘it’s a [soccer player] they’re just like throwing money at it’ or ‘they’re not actually involved.’ Whereas with him [there is] a lot of brain time put into it,” explains Patrick.
“All the ideas, all the designs, are fully discussed between the three of us. Even like management problems, the three of us we deal with it together.”
The pitch to Dier
The trio embarked on the business venture two years ago, inspired by an experience Connick had in her final year at university in Birmingham.
Just before she left the city a close friend took her to a restaurant she